Microsoft, Adobe extend their cloud partnership in China

Tech moguls Microsoft and Adobe have expanded their alliance in China by partnering with cloud provider 21Vianet. According to the terms of this alliance, Adobe will provide ‘Adobe Cloud Exchange’ through Microsoft Azure to businesses looking to leverage cloud services.

According to Microsoft, Chinese enterprises have adopted cloud to catapult their IT services. They also say that for such a rapidly growing market, helping global enterprises to deliver personalized experiences across customer touch points was critical.

Adobe say that by delivering ‘Adobe Cloud Exchange’ via Microsoft Azure, more than 60 global brands will be able to compile customer insights to arrive at more intelligent business decisions. They further added that by integrating Microsoft’s Power BI (Business Intelligence) with Adobe Analytics, customers will be able to visualise the impact of campaigns across various audiences.

Speaking about their data models, Microsoft say that they will be creating a unique model for sales, marketing and services data. They further added that both parties will integrate their respective data models- ‘Experience Data Model’ and ‘Common Data Model’ into one standard model to allow data alignment with customers’ platforms.

Industry experts say that the alliance has made the right move in order to make the most out of rising cloud adoption in China. It will be interesting to witness how this partnership evolves with competition from Alibaba, Amazon and Oracle in the region.